The rising Creator Economy Sun!

Spotlight Story

During a conversation with a dear friend and a savvy business leader, I was caught off-guard when she asked and I quote “Given your diverse experience, why do you always gravitate towards new business ideas in the Creator Economy space?”?

I paused, momentarily stumped. Then I explained to her that my passion for the creator economy is because this isn’t just another sector - It is the intersection of all economies.?

Let me explain.

It is no secret that the traditional pay-TV is witnessing a decline in subscribers. Infact, while the overall video content consumption continues to grow, the linear (broadcast + cable) share of total TV viewing has continually dipped across geographies. So who’s driving this change? Enter Gen Z.?

These digital natives are rewriting the rules of content consumption. Picture this: 85% of them are glued to their phones even while the TV's on. And what are they watching on mobile? It's all user-generated content (UGC).?YouTube, TikTok, Instagram Reels – that's where the action is.

Now, here's where it gets really interesting. As eyeballs shift from linear to digital, brands are following suit. They're not just dipping their toes in digital waters; they're diving in headfirst. Why? Because that's where their audience lives now – on those small screens in their pockets.

But here's the kicker: it's not just about being on digital platforms. It's about how you show up there. And that's where content creators come in. These modern-day storytellers are the bridge between brands and audiences. They're crafting narratives that resonate, engage, and stick.

So, when I look at the Creator Economy, I don't just see a trendy buzzword. I see a massive shift in how we consume, create, and connect. It's influencing everything from politics to entertainment and from education and e-commerce. That's why I'm all in on this space. It's not just another sector – it's the future of how entire economies will operate.

Research Report

If you’re still not convinced about the growth of the Creator Economy - here is the latest study on the Global Creator Economy Market 2024, released by The Coherent Market Insights. This study presents insights into the anticipated growth of regional and global markets from 2024 to 2031 and covers key aspects such as market dynamics, prominent investment areas, competitive scenarios, regional landscape etc

Around the Globe

• Brazil is seeing scores of 'police influencers', with at least 45 of them having upwards of 10,000 followers on YouTube, Facebook, and Instagram contesting for municipal elections
• In Pakistan, YouTube has boosted an entirely new industry of Astrologers - call it the Astrology Economy! (warning: this is a particularly long read)
• Instagram look-alike Xiaohongshu, a Chinese social media app, has had a pronounced impact on reinvigorating South-East Asia tourism by Chinese travelers
• In the US, TikTok gets squeezed further with fourteen U.S. attorneys general suing it alleging that the platform negatively impacts minors’ mental health and harvests data without their consent
• Also in the US, TikTok has partnered with Storfund to provide a first-of-its-kind embedded cash flow solution for a merchant base that has exploded to 500K+ merchants
• A 2024 survey found that 90% of listeners in Latin America used Spotify for podcasts. Spotify was literally synonymous with podcasts in the region - till it pulled the plug
• Beginning on October 15th, creators will be able to upload YouTube Shorts that are up to three minutes in length?

News from new kids on the block?

• A Philippines and US-based startup, Clout Kitchen, that builds creator-powered interactive experiences in gaming and pop culture secures a $4.45 million seed funding round
• An interesting 2020 startup offers a card for influencers from the OTH (On The House) network that influencers can swipe to redeem products and services.
• Mr Beast acquires Vouch, a hiring platform for creators for an undisclosed amount.?

AI will and already is starting to make dents in the gig economy with either intelligent match-making between gigs and workers or by providing tools to deliver the goods such as editing, or whipping up music scores etc. I am interested to observe and learn how the hire-for-talent platforms such as Vouch or Roster or others are going to navigate the oncoming AI impact.?

AI X Creator Economy

OpenAI is making a major push into the Asia Pacific region with plans to open its first office in Singapore. This is in addition to its existing offices in San Francisco, London, Dublin, and Tokyo. This move highlights the company’s intent to strengthen partnerships with governments, businesses, and institutions in one of the world’s fastest-growing AI markets.

My Corner

The crypto fever is contagious and inescapable when one is at the epicenter of the global decentralized incubator - UAE. This place is practically buzzing with blockchain energy!? Content tokenization is already a reality. Creators are turning their work into digital assets faster than you can say 'NFT'.?

I have been toying with the idea of a CreatorCoin, a utility token built on a scalable blockchain. Any takers? Collaborators? If you have been thinking on the same lines - let’s put our heads together! We may be onto something!?

I am sure my business-savvy (at the top of this newsletter) friend has got to have that ‘I told you so’ face!?

Dad Joke of the Week!?

Since I am in this part of the world - 'They don't watch the flintstones in Dubai. But Abu Dhabi do'?

Hope you like this free newsletter? I’m still learning and this newsletter is still evolving. Would love your candid feedback. Anything you’d like to see more of, less of or least of! ??

I have held leadership roles in big tech sales & partnerships across Asia Pacific-Japan, North America, and Latin America. I’m a seasoned entrepreneur (EdTech) and a military veteran. I am a business author on the evolving Content and Creator Economy and a LinkedIn Top Voice on Team Management and Creator Economy.

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Stay curious, keep exploring!